How affordable is homeowners insurance?

The average homeowners insurance premium was $1,249 in 2018, up by 3.1 percent from the previous year, according to the latest data from the National Association of Insurance Commissioners (NAIC).  In 2017 the average premium was up 1.6 percent.

To put this in context, the consumer price index, a measure of the price of goods and services in the United States, rose by 1.9 percent in 2018 and by 2.1 percent in 2017.

The average renters insurance premium fell 0.6 percent in 2018, marking the fourth consecutive annual decline. 

It’s important to note that the average homeowners or renters premium is an imperfect measure of the relative “price” of insurance, according to the NAIC. That’s because the ultimate cost of your policy will depend on a wide variety of factors such as the differences in hazards, economic conditions, and real estate values from state to state.

Insurers determine homeowners insurance premiums based on the amount of coverage purchased (generally based on the value of the insured property), the type of property covered, the types of perils covered, and the specific limits and deductibles a policyholder chooses.

Click here for a state-by-state graphic of average homeowners insurance premiums.

The financial burden of homeownership insuranceAmericans generally don’t view the cost of homeowners insurance as a financial burden. Triple-I’s 2017 Consumer Insurance Survey found that only 31 percent of Americans consider homeowners insurance to be a financial burden. This is the lowest level in more than a decade and represents a significant drop from the 49 percent of people in 2009 who said the cost of homeowners insurance was a financial burden.

One reason homeowners insurance has not been considered a financial burden is that Americans’ income growth has consistently outpaced home insurance costs; however this trend may be temporarily interrupted by the pandemic-related recession of 2020. According to an analysis by Risk Information‘s Property Insurance Report (PIR), the trend was already apparent in 2018.

The PIR report suggests that the trend toward more affordable insurance appears to have continued in 2019, but acknowledges that in 2022, when the NAIC releases average homeowners premiums for 2019, the HURT Index may fall lower than 1.4 percent for the first time since 2010.

Customer service

“Homeowners insurance customers are the single-most-valuable group of personal lines customers for P&C insurers,” said Robert M. Lajdziak, senior consultant of insurance intelligence at J.D. Power.

“They have a significantly higher bundling rate, 38 percent higher product penetration beyond home and auto, and their tenure is twice the length of a monoline auto customer. The potential ‘lifetime customer value’ of homeowners makes meeting their needs and motivations to renew a critical task for the industry.”

Large, established insurers and insurtech startups are expected to compete for customers’ premium dollars by delivering great service and converting renters insurance clients into homeowners insurance clients, according to J.D. Powers.

Millennial customers in particular are more likely to select their homeowners insurer based on good service experience and are much more likely than Boomers to use insurer-provided tools to inventory their possessions, thereby increasing the level of engagement with their insurer and creating additional opportunities to develop loyalty through good customer service.

Echoing J.D. Powers’ findings, a Deloitte survey found that respondents aged 18 to 34 with $50k to $100k+ annual income who have purchased a house in the past three years, referred to as the “gadget group,” are more likely to purchase a ‘connected and preventative’ home insurance service than any other type of policy.

Homeowners have also expressed a strong demand for parametric type home insurance products, according to Deloitte. This type of insurance pays claims of a pre-agreed amount automatically when an event falls within set parameters, such as a level of rainfall or speed of wind.